Independent Canadian news and analysis for the nonprofit sector

Millennial donors give based on trust

As reported in the Philanthropy Journal, U.S. donors aged 20 to 35 (also known as Millennial donors) are motivated to give by a compelling cause and an organization they trust. They also prefer to make their donation online.

These donors give generously, but not a lot to any one charity. The bulk of giving my Millennials was to three or four organizations, with the single largest gift totalling less than $150.

Celebrity spokespeople are clearly not the answer to increasing your fundraising results. Only 2% of Millennials indicated that they would be motivated to give by a celebrity endorsement.

The full study, conducted by Achieve and Johnson, Grossnickle and Associates, can be found here.